The Integration Strategy Of Harbin Press Group's "City News"

At the beginning of the 21st century, in order to satisfy the massive information need of people, a number of kinds of urban newspaper comes up, attracting a great many readers with their unique styles, which becomes a new strength in the press market.City News is a newspaper published by the Harbin Daily Group with its full strength, which is the exclusive newspaper that covers all the aspects of politics, economy, culture and society in the area of Harbin. This article takes City News for example, on the basis of its interior strengths and weaknesses, exterior opportunities and challenges, summarizes its marketing, characteristic strategy and the strategy to reduce risks in the gradually accomplished process after its foundation, and proposes how to further the cooperation and develop win-win partnership with ads agents, and how to carry out the strategy of "win by content" and cultivate the core competence, as well as an ads sales troop. Based on management theory and the development of City News, this thesis analyzes its successful experience, attempts to find a breakthrough at the sight of marketing and integration strategy, and explores the way to develop and flourish in the fiercely competitive environment. Under the homogeneous circumstances, as long as the newspaper conducts marketing and differentiation strategy and continually perfects its core competence, it can be developed well in the long run. With the analysis of the case, may it be helpful in the development of City News and other similar medias.